The Impact of cognitive-affective content on advertising messages in consumer attitudes and behavioral intentions : the dual cognitive-affective model (DMAC)

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Abstract

In advertising, two important theoretical approaches, cognitive and affective, explain how consumer attitudes and behavioral intentions are affected by message content. However, the effects of cognitive and affective content in a single advertising message in consumer attitudes and behaviors have been understudied. In vi this research, using the theoretical constructs of cognitive and affective approaches to explore the effects of their interaction in advertising messages was studied utilizing Multivariate Analysis of Variance and Regression Analysis with five relevant constructs: as Independent Variables Type of Ad and Product Class Involvement, and as Dependent Variables Attitude toward the Ad, Attitude toward the Brand and Purchase Intention. With an observation sample size of 634, the study tested the proposed model and examined the final model under high involvement conditions. The results indicate that the five constructs take a unique role in the advertising persuasion process. Among the constructs, the combination of cognitive and affective content that creates the cognitive-affective type of ad showed that can influence Attitude toward the Brand in High Involvement Product Category in a more positive way compared to a Cognitive Ad or an Affective Ad. In addition, the idea that a consumer can generate thoughts and emotions from a Cognitive, or Affective or Cognitive-Affective Type of Ad was demonstrated. Also, the study found that an advertisement can be recalled by cognitive and emotional elements content, regardless the advertisement Cognitive, Affective or Cognitive-Affective nature.